July 1, 2015 — Legal Sea Foods advertisements have insulted MBTA employees, referenced “Brokeback Mountain,” and likened the word “chain” to a four-letter expletive.

Now, a new campaign from the Boston company attempts to establish a new religion whose members will be known as “pescatarians,” comparing them to Catholics and Presbyterians. A pescatarian is a person whose diet includes seafood but no meat.

Roger Berkowitz, the chief executive of Legal Sea Foods, calls himself the “high priest” of the fish-eating church. “I’m converted,” said Berkowitz, who is Jewish. “We love the idea that we’re elevating seafood to a religious experience.”

Legal Sea Foods is known for eccentric and sometimes controversial ad campaigns that push the envelope, compared with more traditional advertising. Most notably, snarky comments about the Green Line in ads seven years ago offended some MBTA workers.

Read the full story at The Boston Globe